Denny’s turns to retro sitcoms for new ad campaign
Denny’s is hoping to make customers nostalgic with its latest marketing push.
The diner chain last week unveiled a new ad campaign inspired by classic TV sitcoms that will roll out through the rest of the year. The first spot, “Welcome to Denny’s,” plays like the intro to a sitcom, introducing a cast of characters as well as Denny’s new lineup of Slammin’ Meal Deals for under $10, backed by saxophone and a laugh track.
Denny’s said the campaign is designed to tap into the brand’s roots in TV pop culture and “the iconic booth scenes that defined its favorite TV friendships.”
It will be accompanied by a “new look and feel” on Denny’s website, social media, to-go packaging, employee uniforms, and in restaurants.
Spartanburg, South Carolina-based Denny’s is just the latest restaurant brand to embrace nostalgia with its marketing efforts, joining Chili’s, Chick-fil-A, and others as consumers long for simpler times. According to Technomic data, nostalgia-driven marketing can increase purchase intent by up to 50%.
And it comes as Denny’s looks to turn things around under new ownership and a new CEO in Christoper Bode. Denny’s was sold in January to a group consisting of TriArtisan Capital Advisors, franchisee Yadav Enterprises, and Treville Capital Group amid sales and traffic declines and a slumping stock price.
Besides nostalgia, Denny’s is continuing to embrace consumer demand for value. The new lineup of meal deals starts at $5.99 and feature items for breakfast, lunch, and dinner.
It’s also working to remind customers that its entire menu is available 24/7 with a Clock’s Off Menu of breakfast, lunch, and dinner items, including the Strawberry Cheesecake Scoop Slam, a stack of pancakes topped with ice cream.
Systemwide sales at Denny’s fell 2% last year, per Technomic data, to $2.6 billion, and it closed about 60 locations.
